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Tag: Twitter

IF your goal is to spam your book links up there and hope for the best. Most writers write their book and then realize, oh hey, there are millions of potential readers just waiting to buy my book. I’m gonna tell them all about my book by repeatedly sharing my link with them! They’re all gonna buy my book and I’ll be rich!

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How to start?

You have a Twitter account, are active on Facebook, have a LinkedIn presence and a website, but you need these to work for you. We all face the difficult task of finding new clients, but marketing via social media can make selling your services online much easier. Social media can be a great way of backing up how you engage with prospective clients and lead to lively and informative conversations online, if you have a clear and positive online presence.

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“Which one social media channel will net me the most book sales?” an author asked me recently during my new weekly #BookMarketingChat.

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followers

I’ve worked with a range of brands and businesses on their social media presence. Twitter accounts I maintain usually gain around 1000 followers a month. While these followers are targeted and engaged with on the basis of them being potential customers, not all of them are as much as a fan as you’d hope. Followers alone are not the greatest indicator of social media success. You could have 100k Twitter followers, but if only 3 are actually interested in your business or product then they’re not a very valuable audience. In fact, I worked with a musician with a pretty big following (of real people) nearing the 50k mark. Despite this, he can’t sell his music or even get a great deal of plays on his music videos. His followers are more interested in the funny content and memes he posts than the songs he makes. While it is a large following, its value can certainly be questioned.

So, if followers alone aren’t a good indicator of social media success, what is?

I place a lot more weight on engagement. How interactive are your followers? How much do they care about what you’re posting? I once had a client that was insistent on gaining as many followers as possible, no matter what. It didn’t matter to them whether they spoke the language or were even real people, they just wanted to see that number rise. Begrudgingly, I did what they asked. A few days later, they complained they looked fake because despite all these followers we were still scraping for three retweets. I look back hoping they learnt their lesson. For those of you yet to cross that bridge, here are some other indicators you can look at to see whether your social media manager is doing a decent job:

1) Engagement Rate

Now that Twitter has built in analytics and you can see tweet activity stats from the mobile app, it’s very easy to see your engagement rate. If your tweet has 50,000 impressions and two people interacted with it, something isn’t right. However, if your tweets are getting loads of impressions and interaction but you still have a small following, then it’s likely that the following will grow slowly and steadily off of the back of that (and that tends to be the best kind of growth – both valuable and manageable).

To improve this, take a look at what kind of social media posts are getting the most engagement and find a way to work more of them into your social media schedule and remove any unnecessary posts that don’t do so well.

2) Retweets

Getting lots of retweets usually indicates that people (not just your followers) like the material you’re posting so much that they want to quickly share it. While retweets on your promotional content probably indicate higher levels of brand engagement than retweets on your non-promotional content, both are great as they put your brand in front of a whole new audience.

3) Shares

It’s pretty easy to retweet something, but having followers that go out of their way to actively share your website/products etc. on their profile signifies a much higher level of engagement. If you add your Twitter handle to the text that is tweeted when someone presses the share button, you’ll be notified of each share (using the button). You can then retweet these posts to your followers to say “Hey, this person loved our blog so much they shared it. You should probably check it out too.”

4) Replies

People taking time out of their day to interact with your posts is great, but clicking a button or pressing share on a web page isn’t too hard. Followers that consistently respond to your posts with feedback, questions, insight and general discussion tend to be some of your biggest fans. Reply to them and have a short and sweet conversation – they’ll be sure to be back for more!

5) Likes

Many people tend to think likes on Twitter are meaningless and, for the most part, I’d say they are. However, if someone likes your tweet it can mean a few good things. They may be saving it for later (likely to be the case if there’s a link in the tweet) or they liked the tweet too much not to interact at all, but not enough to retweet (in which case, you may need to figure out why that is). Also, people’s likes are stored, meaning in the future they (or someone else) could stumble across your post all over again!

Most of these statistics for your Twitter account can be found in the analytics tool Twitter provides. It’s free, so make sure you make use of it!

Aysh Banaysh is a freelance Social Media Manager for bands, brands and businesses. She’s also the editor of Eat More Cake and shares digital marketing advice and social media tips on her website.

Thanks to Norah Myers for sourcing this guest post.

Norah Myers is a freelance publishing consultant for BookMachine. She is currently writing a business book for a marketing company, practising Pilates, and eating too much flourless chocolate cake (and it shows). Her Twitter and Instagram handles are the same: @bookish_norah.

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Whether you’re a publisher, indie author or editor, it’s likely that using social media will be part of your engagement strategy. Perhaps you want to connect with potential clients or build a network. Maybe you’re looking for content or even funding.

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William Horsnell joined Jessica Kingsley Publishers in April 2016 and is the marketing executive responsible for their Education, Special Education, Early Years and Adoption and Fostering lists.  He takes a particular interest in digital marketing and finding new ways to make campaigns more innovative. Here, he discusses the use of paid social media advertising.

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You’re one of over 200,000 new titles being published in the UK this year.[1]

You’re a drop in an ocean of content, a grain of sand on a well-trodden beach of gems and, honestly, some flushed refuse. Where do you start on making a splash?

For us at alternative Edinburgh-based publisher 404 Ink, we knew Twitter was going to be our first and most reliable port of call to reach our audience. When co-founder Heather McDaid and I decided to commission and publish Nasty Women, an anthology of essays and accounts on what it is to be a woman in the 21st century as a direct pushback against the poisonous rhetoric and ‘alternative facts’ coming out of the Trump administration and Brexit discussions, social media was at the forefront of our marketing campaign.

Nasty Women is an important, timely collection and a call to arms to tell your stories and tell them loud: our genuine rallying cry and an irresistibly punchy hook made for character-limited marketing. The #NastyWomen hashtag was already buzzing so hopping on that was a no-brainer. However, we also knew that tweeting into the white noise of the heavily populated book world wasn’t going to be enough and we needed to be target-focused to make waves.

For better or worse we pride ourselves on our largely non-corporate looking Twitter account. @404Ink looks like what it is: two young women who enjoy using GIFs and being a bit sarcastic. It appeals to the demographic we publish for and hopefully comes across as genuine. To keep this message consistent we didn’t want to muddy our timeline with tweets at random celebrities who might have a vague interest in our book, we wanted to tweet with a clear purpose.

In the early days of our Nasty Women Kickstarter campaign, day three to be precise, our friend and publicity assistant Mairi tweeted from her personal account a message and link to the campaign at Margaret Atwood. No way she would bite, we thought. And yet, she backed it and spread the word, being supportive for the rest of the Kickstarter. Engaging with people of influence who we think will genuinely appreciate our book from a personal angle is what works for us. No one likes spam, and absolutely no one likes being one of ten randomly tagged in a generic crowdfunding campaign tweet. Keep it targeted, keep it personal and for the love of all things bookish don’t spam.

The kind of spam you do want is that from your audience. My Twitter timeline is effectively spammed with our own book because photographic tweets are number 1 on Twitter. The book is visually appealing and carries a timely message that is part of a larger political and social movement which we thought would do well on Twitter but Nasty Women has made waves beyond our expectations and hopes thanks to a perfect storm of planning, persistence and a tiny bit of luck.

Laura Jones is the co-founder of new and alternative publisher 404 Ink and a book production and promotion freelancer for the Saltire Society, Bloody Scotland and more. @laurafjones @404Ink

[1] https://www.publishers.org.uk/resources/uk-market/statistics-news/uk-book-industry-in-statistics-2015/

social media

Social media is becoming one of the greatest assets you can use to grow your business. As a social media fiend, I’m particularly fond of using an online platform for recommending books to readers – I am here for great stories and even greater conversations about said stories.

If you’d like to grow your social media presence, here are some tips for doing so:

1) Figure out what you want to give to your audience

Are you going to be promoting your business? Promoting your personal life as a lifestyle blogger? Whatever way you use social media, know who you’re targeting and work with your audience. That’s not to say “give the people what they want!” but it’s more of an “if Instagram works because your product is better received visually, know that your audience is going to be more open to what you’re selling!”

2) Be authentic

I can’t stress this one enough. If you are passionate about what you’re putting out there, it will show and people tend to appreciate honesty and transparency.

3) Be creative

Come up with interesting ideas on how to use your social platforms – I’ve noticed that Twitter is for quick news, Instagram is for aesthetics, and Facebook is for lengthy news. Create content that you can use across all these platforms in unique ways.

4) Interact with your community members

It’s so important to not only have a voice in whatever online community you are joining, but to also listen to other voices in that community. Create conversation, make connections with others, and have fun doing it. Social media is meant to be social – in my case, I’m a book blogger who loves to talk about books, but I’m a reader first. I’m on the same level as all of the other readers who follow me – it’s important to remember that!

Natasha Minoso is a Penguin by day and a book blogger 24/7. She’s here to recommend you hot drinks and hotter reads. You can find her living on Instagram @bookbaristas.

Thanks to Norah Myers for sourcing this guest post.

 

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